From one founder’s mission to improve corporate stays to a trusted name in hospitality, Portfolio Serviced Accommodation has come a long way in ten years. As we celebrate a decade of trusted stays, we’re reflecting on our journey, our people, and the exciting future ahead.
From Frustration to Foundation
Portfolio’s story began with Carly, our Managing Director and Founder. As a young travelling consultant, she found herself fed up with uninspiring, uncomfortable corporate accommodation. With passion, vision, and a determination to do things differently, she took matters into her own hands, creating what would become Portfolio Serviced Accommodation.
Setting up in a market where there were no other serviced accommodation operators at the time, the industry told us there was no demand, and locals had no idea what serviced apartments were.
By embracing the industry and taking the time to get to know our agents, we began to build genuine trust with them. We learned how they worked and what they needed from us to best serve their clients.
At the same time, we engaged with our local neighbours and worked closely with the local Chambers of Commerce, the Hertfordshire Growth Hub, and the Hertfordshire LEP - now known as Hertfordshire Futures. This business-led partnership sets the county’s economic strategy, focusing on jobs, enterprise, and innovation.
We also built relationships with major corporates such as Tesco, GSK, MBNA, and even NASA, who soon became our very first clients. Through these efforts, we made it work, and from there, we only went from strength to strength.
It wasn’t long before competition arrived, but rather than fear it, we embraced it. In fact, it motivated us to raise standards even higher. We became the first accredited operator in Stevenage, Hatfield, and Welwyn Garden City to obtain the ASAP accreditation, and to this day, remain the only operator to have held both the ISSAP accreditation and the Quality in Tourism accreditation at the same time - something we believe truly set us apart, alongside our unwavering quality and dedication to our clients.
Recognition and Achievements Along the Way
Just two years after Portfolio was born, in 2017 Carly was recognised as the runner-up for ‘Serviced Apartment Rising Star of the Year’ at the ASAP Awards - the official association for serviced apartment operators. This early recognition marked the beginning of a journey defined by excellence and ambition.
Since then, Portfolio has been proudly recognised locally as Hertfordshire’s Best New Business and Best Customer Service award winner, acknowledgements that reflect the hard work, dedication, and customer-first ethos that run through everything we do.
And most recently, in 2024, Carly was honoured with the Best Consumer Business award at the prestigious Best Businesswomen Awards. The ceremony, held at the elegant Hilton Syon Park, celebrated the exceptional achievements of women entrepreneurs from across the UK, shining a spotlight on the country’s most inspiring and innovative business talent. The Best Businesswomen Awards were established to recognise the success of female-led businesses across a diverse range of sectors, from consumer products to professional services, and to champion those who demonstrate exceptional leadership, resilience, and a passion for what they do. Carly’s win was a proud moment not only for her personally, but for the entire Portfolio team, reaffirming the company’s reputation as a trusted, innovative, and client-focused leader in the serviced accommodation industry.
Weathering the Storm: Resilience Through the Pandemic
No 10-year journey is without its challenges, and for us, the most testing time came during the COVID-19 pandemic. Like so many hospitality businesses, Portfolio faced the frightening prospect of closure almost overnight.
But instead of shutting down, we found purpose. We adapted to provide emergency accommodation for key workers, including many NHS heroes across Hertfordshire, ensuring they had a safe and comfortable place to stay close to work. Those months were some of the hardest, but also the most meaningful in our company’s history, proving the strength and heart of our team.
The People Behind Portfolio
At the centre of it all is Binh, our Reservations Manager, who has been with us from day one. Binh’s professionalism, warmth, and dedication keep everything running smoothly, from first enquiry to check-out, and she remains the heartbeat of the business. Portfolio wouldn’t be what it is today without her.
We’re also incredibly proud to have an all-female management and housekeeping team - a dynamic group of hardworking, passionate women who bring empathy, precision, and professionalism to everything we do. From reservations to operations, we collaborate, support one another, and share the same commitment to excellence that has defined Portfolio from the start.
Alongside us are our trusted maintenance partners, whose reliability and skill ensure that every property continues to meet the high standards our guests expect. They are the unsung heroes who keep our operations running smoothly behind the scenes every single day.
And of course, we couldn’t have reached this milestone without our loyal landlords and agents, many of whom have been with us since the very beginning. Your continued trust and partnership have made this journey possible - thank you for being such an integral part of our story.
Looking Ahead
Ten years is a wonderful milestone, but for us, it’s also just the beginning. Portfolio has grown, evolved, and proven its resilience, and the next chapter promises to be even more exciting.
Ten years, two children, a pandemic, a few awards, many accreditations and many, many late nights later, Carly’s dedication to providing exceptional stays is stronger than ever. A decade in, the passion and vision remain the same. And as if running a thriving business and raising a family weren’t enough, Carly continues to invest in her own professional growth — studying for further qualifications to ensure we keep evolving, innovating, and building on the success of the Portfolio brand.
We’re thrilled to share that the Portfolio Group is expanding, and we’ll be announcing more details very soon. Watch this space - the best is yet to come.
Here’s to the next 10 years of trusted stays, great partnerships, and continued growth. From all of us at Portfolio Serviced Accommodation — thank you for being part of our journey.